" . . . The fact is, says Newport Beach-based search guru Danny Sullivan, these new URLs [the new gTLDs] just may not have that much of an impact on search. "The words in a domain name can give a very slight benefit for search rankings, but there are many, many other factors that outweigh them," Sullivan said. "We've had new domains come in the past, along with promises they'd deliver some type of search benefit, and it never happens. So don't worry about that domain gold rush you fear you might be missing. You aren't." Will Sullivan be purchasing search.guru? "Oh God, no," he said." source: BusinessWeek
